The One Show
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Category
Packaging / Specialty
Annual ID
OS22_DE009G
About the Work
Degree, the world’s #1 deodorant, has an inclusive purpose – “To inspire confidence in everyone to move more”. The brand recognizes that movement matters for both physical and mental health.
Deodorant is something most of us take for granted. Yet if you’re disabled, doing things the rest of us give little thought to – unscrewing the cap on a roll-on or pressing a spray - is a real challenge.
People with disabilities often apply deodorant multiple times a day, and on multiple parts of their body. We believe that the 22 million Americans with permanent disabilities affecting their arms or vision should be able to take care of their hygiene needs independently and feel comfortable to move.
We therefore launched Degree Inclusive, and in doing so, setting a new inclusive design standard for others to follow.
We wanted to revolutionize deodorant design to include everyone, however they are able to move. Degree Inclusive is the world’s first inclusive deodorant for people who are blind and/or people with upper limb mobility difficulties. (Which could also be any of us at times without our glasses, with a broken arm, or just as we get a bit older).
Degree Inclusive is easier to handle, identify, open, close and apply, thanks to:
- A hooked design for one-handed usage
- A braille label with instructions
- Magnetic closures
- Enhanced grip placement
- A larger roll-on applicator to reach more surface area per swipe
- Refillable
Similarly, the communication was inclusive. The key media spokesperson was the agency’s disabled designer who led the product development. The launch featured two hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind and roller skates beautifully. We framed their narratives positively by portraying the truth of their experience in an unflinching and empowering way.
Their stories and the story of the product and its co-collaborators were told on social media and were embraced and amplified by the disabled community - as well as by some of the most high-profile media outlets in the US and beyond.
Deodorant is something most of us take for granted. Yet if you’re disabled, doing things the rest of us give little thought to – unscrewing the cap on a roll-on or pressing a spray - is a real challenge.
People with disabilities often apply deodorant multiple times a day, and on multiple parts of their body. We believe that the 22 million Americans with permanent disabilities affecting their arms or vision should be able to take care of their hygiene needs independently and feel comfortable to move.
We therefore launched Degree Inclusive, and in doing so, setting a new inclusive design standard for others to follow.
We wanted to revolutionize deodorant design to include everyone, however they are able to move. Degree Inclusive is the world’s first inclusive deodorant for people who are blind and/or people with upper limb mobility difficulties. (Which could also be any of us at times without our glasses, with a broken arm, or just as we get a bit older).
Degree Inclusive is easier to handle, identify, open, close and apply, thanks to:
- A hooked design for one-handed usage
- A braille label with instructions
- Magnetic closures
- Enhanced grip placement
- A larger roll-on applicator to reach more surface area per swipe
- Refillable
Similarly, the communication was inclusive. The key media spokesperson was the agency’s disabled designer who led the product development. The launch featured two hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind and roller skates beautifully. We framed their narratives positively by portraying the truth of their experience in an unflinching and empowering way.
Their stories and the story of the product and its co-collaborators were told on social media and were embraced and amplified by the disabled community - as well as by some of the most high-profile media outlets in the US and beyond.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Wunderman Thompson Argentina
Production Company
LaDoble
Chief Creative Officer
Natalia Benincasa
Creative Director
Agustín Alba
Andrea Ventura
Gastón Cánaves
Pablo Maldonado
Director
Martín Donozo
Director of Photography
Sebastian Cantillo
Executive Producer
Agustin Gutierrez
Producer
Marco Pilosio
Product Manager
Mariana Jauregui
Account Director
Dana di Lello
Account Executive
Caitlin Gronski
Content Strategist
Daniel Alaniz
Post Production
Luis Staffolani
Project Manager
Ana Laura Rodríguez
CEO
Victoria Cole
José Arnal
Community Manager
Vincenzo Mazzei
Creative Collaborators
Nicolás Trapanese
Santiago Estevez
Creative Operations Leader
Paula Akel
Director of Global Creative Operations
Nora Farley
Disabled co-collaborators Argentina
Andrea López de Mora
Cecilia Rizzo
Lidia Beatriz Peyronnet
Mercedes Monjaime
Disabled co-collaborators US
Keah Brown
Keisha Greaves
Lissa Loe
Natalie Trevonne
Editor/Animator
Leandro Ramirez
General Account Director
Eliana Kaplan
Global Ass. Brand Manager
Edward Jones
Global Assistant Brand Manager
Stephanie Bau
Global Brand Director
Lucy Howdle
Global Brand Vice President
Kathryn Swallow
Global CCO
Bas Korsten
Daniel Bonner
Global Client Lead Unilever
Inge Selawry
Global Lead inclusive Design
Christina Mallon
Global Planning Lead
Nicky Buss
Global Project Management
Bart Etcheverry
Global R&D Director
Andy Butterworth
Global Senior Brand Manager
Denise Savoia
Emily Heath
Global Senior Consumer Market Insights Manager
Alex Harrison
Global Senior Technical Manager
Laura Hutcheon
Graphic Production Manager
Daniel Gatto
Head of Art
Fernando Rossini
Head of Social Media
Silvina Coto
Integrated Production Leader
Josefina Espil
LATAM CCO
Dany Minaker
Sebastian Tarazaga
Music studio
Perra Santa
Occupational Therapist
Michael Tranquilli
PR Director
Jessica Hartley
Product Design
SOUR Studio
Senior Account Executive
Ramiro Pannunzio
Rona Horowitz
Senior Account Supervisor
Jill Condulis
Senior Vice President
Adam Bricault
Sharelyn Devonish
Sound Post Production
Porta Studio
Strategy Lead
Aurelia Sisinni
Ronny Weter
U.S. Ass. Brand Manager
Teri Minogue
U.S. Senior Marketing Manager
Chiara Grillo
Unilever PR Agency
Edelman
Vice President
Dave Brigandi
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